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Developing and Managing Products 2
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Developing and Managing Products 2
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25 Questions

1. Procter & Gamble is introducing a new fabric softener dispenser that consumers stick to the inside of the dryer drum and plans to send consumers free samples in the mail. This strategy will likely increase the rate of adoption of the new product.
2. A firm's new-product strategy links the new-product development process with the objectives of the marketing departments, the business unit, and the corporation.
3. Profits typically reach their peak during the growth stage of the product life cycle.
4. Seven employees from a company are trying to come up with ideas for new-product development. The employees are all in a room together, shouting out potential ideas. The ideas are written down and evaluated as they are generated. This is an example of brainstorming.
5. Very few firms follow a formal new-product development process.
6. A VCR player is a good example of a product in the maturity stage of the product life cycle.
7. The Sumatra Coffee Company has two new products. One is a simple hand-cranked coffee grinder. The other is a combination grinder and brewer that also can be used to dispense hot milk. Of these two, the hand-cranked grinder will probably be diffused more quickly because it is less complex.
8. Without the Internet, it would be impossible to conduct simultaneous product development from different parts of the world.
9. One benefit of test marketing is that the marketing activity is shielded from competitors.
10. The product life cycle is a biological metaphor that traces the stages of a product’s acceptance, from its introduction (birth) to its decline (death).
11. For a firm that adheres to the product concept, the logical place to start generating new-product ideas is with the customers of the firm.
12. Central Bark is a dog day care center. When you check your dog into a Central Bark you know your pooch will be pampered. Since kennels have been boarding dogs for years, the dog day care is not really a new product.
13. Martina loves her new Kindle and has tweeted to her followers several times about how great the product is. This is an example of communication directly from the marketer to potential adopters.
14. The two techniques that are considered most useful for generating new-product ideas are customer-generation and competitive imitation.
15. A product must be a discontinuous innovation to be considered a 'new' product.
16. The decision to market a product is called commercialization.
17. Messages directed directly from marketers toward early adopters should normally use different appeals than messages directed toward the early majority, the late majority, or the laggards.
18. The development of Coke Zero by Coca-Cola would not be considered a new product since the company was already making soft drinks. It would simply be called a line extension.
19. The first filter in the product development process is called screening.
20. The growth stage is the first stage of the product life cycle.
21. The concept of 'organized abandonment' is based upon a periodic audit of all goods and services that a firm markets.
22. Increasing competition, aggressive brand advertising, and healthy profits are all characteristics found in the introductory stage of the product life cycle.
23. The Internet offers a fast, cost-effective way to conduct test marketing.
24. One advantage for being first on the market with a new product is increased product loyalty.
25. Consumers described as laggards tend to rely on group norms when deciding to adopt an innovation.

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